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SERVICE DESIGN I UX RESEARCH I UX DESIGN
Reimagining Savannah's Public Transport Service
PROJECT OVERVIEW
The Fare-Free Transportation Website Redesign project aims to address the challenges faced by users of Savannah's public transport system due to a lack of real-time information and trust issues stemming from the current website's visual presentation. The team's comprehensive process involves redesigning the information architecture to enhance user experience, accessibility, and overall efficiency.
IMPACT
Service Designer & UX Researcher
DURATION
10 weeks
TEAM
4
MY ROLE
Service Designer & UX Researcher
CURRENT PROBLEM
Savannah, a city designed for walking, witnesses reduced public transport usage with growing technological trends, leading to increased street traffic. Passengers face uncertainty and difficulty due to the lack of real-time information and a visually unappealing website, contributing to a stigmatized perception of the free fare service.
SOLUTION
The new redesigned website that provide immediate touch point with the live vehicle tracking tool, intuitive web navigation to access necessary information such as boarding instruction, service policies, and accessibility aids, and increases credibility with passengers review that shares the visual identity of the brand.
VALUE
By redesigning the website to increase ease of use and credibility, the citizens who flow into the Savannah can have a better awareness and incentive to utilize public service and reduce the numbers of cars on the street as well as promoting the ferry scene.
TARGET AUDIENCE
Local and visitor public transport passengers in Savannah, encompassing 147,583 local residents and 9.7 million overnight person trips from tourists. The redesigned website aims to promote public service utilization, reduce street traffic, and support the city's tourism scene in a sustainable way.
RESEARCH APPROACH & METHODOLOGY
Competitive Research
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SECONDARY RESEARCH
OBSERVATION STUDY
After conducting secondary research, we gained valuable insights about potential users, who also raised numerous questions.
To address queries such as what experiences users might encounter during shuttle and ferry services, we decided to employ observational research and ethnographic methods. This approach involves immersing ourselves in the user's environment by personally experiencing the shuttle and ferry services.
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AUTOETHNOGRAPHIC RESEARCH INSIGHTS
USER INTERVIEW
After interviewing 10 passengers and 1 staff member, we deconstructed the interview transcripts and synthesized the data into coherent insights.
INSIGHTS FROM PASSENGERS
INSIGHTS FROM STAFF
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CARD-SORTING WORKSHOP
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HOW MIGHT WE..?
How Might We enhance Savannah public transport's passengers experience to gain more accuracy and empathy on the dot website because they want to feel confident while using the service?
DESIGN PHASE
Current Site Map Insights
Based on our user insights we analyzed the "Connect the Dot" website's current sitemap and identified six key issues as follows:
Changes in Current Site Map & Proposed Site Map
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DESIGN CRITERION
Connect The Dot and Passengers
Our design criteria focus on enhancing user experience ensuring clear communication, reliability, and accessibility which are the fundamental pillars for supporting local community engagement and aiding city transit systems.
TESTING AND ITERATIVE DESIGN
Testing Objectives
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Testing Insights
Testing Tasks
Testing Analysis
We mapped user feedback and observed insights onto our current UI interface and analyzed each section detail. Ultimately, we decided to iterate on the basis of Homepage A and Product page B
Key Insights from Testing
Iterative Design:
Homepage
Product page
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